Ford Commercial Vehicles is set to unveil an integrated marketing campaign in a bid to prove that the brand has more to offer than the iconic Transit van.

As part of the campaign, created by Wunderman, a direct mail pack will be sent to professional managers of large fleets as well as smaller commercial vehicle owners as Ford seeks to increase sales of its range of commercial vehicles.

A key slogan of the campaign is ‘different jobs need different sized tools’, designed to demonstrate that there is a Ford van suited to any job, no matter what size. 

The mailpack includes details on the dimensions and measurements of the six commercial vehicle platforms in the Ford range, alongside practical information such as the fact that every van in the range is at least 85 per cent recyclable and 95 per cent recoverable.

Accompanying the main brochure is a short booklet explaining the finance options offered by Ford, as well as a short data capture form allowing recipients to request further details about particular products. 

The pack also directs recipients to www.fordvans.co.uk where customers and prospects can find full product information and specifications. 

Direct marketing specialist at Ford of Britain Chris Rushton says: “Based on Transit, Transit Connect and Fiesta Van platforms, we have a range of commercial vehicle variants than run into the hundreds. So it’s important to communicate that.”

Rushton continues: “We are investigating maximising the support of this campaign through other channels including inserts in specialist trade press.”

Wunderman has worked for Ford for over 25 years in one of the direct marketing industry’s longest agency / client relationships.

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